Heritage as the USP for Tourism in Northern Ireland: Attraction Mix, Effective Storytelling and Selling of a Dark Past

Abstract

All destinations seek to capitalise on their unique selling proposition (USP). This chapter sets out that when tourism in Northern Ireland is considered, that proposition is tailored to its heritage attributes, both natural and cultural. As Northern Ireland is a destination region that has undergone considerable turbulence in the past, the chapter sets out that heritage tourism there may be best viewed through a number of lenses. The first lens is the ability of the region to develop a heritage product mix capable of enabling an attractive base that has long-term potential. The second lens is that of interpretation and effective storytelling, and third, the ability to position dark heritage as an attraction but within the context of wider heritage products and potential visitor experience.